This document outlines a 3 month growth hacking plan for a travel app. The plan aims to increase mobile app transactions and downloads by focusing on the platform, analytics, virality, and promotions. Key tactics include integrating social sharing buttons, tracking user analytics, running referral programs, influencer campaigns, and targeted Facebook/YouTube ads. The next steps are to assess user categories and drop-off points to optimize promotions launching in mid-September.

1. Growth Hack Plan:
3 Month plan for App
Vikram Haridas • 11.07.2016

2. Overview
Available Information
App has 10x more conversion than Web
App
Goals
Increase transactions on mobile app
Increase app downloads which
subsequently leads to more
conversions
Biggest risk
Building an app that is of use to a customer
only when they travel. This makes it a
feasting app

3. A Step Back
What is Growth Hacking
Process of finding
demonstrable upside to
market investment
Spend less, grow more. At scale
Why Growth Hacking
Legacy marketing strats not
cost effective and hyper
competitive
Utilizes oddities in particular
market and leverages it

4. But How?
OBSERVE CREATE
LEARN BREAK

5. Categories
PLATFORM VIRALITY
ANALYTICS PROMOTIONS

6. PLATFORM

7. Platform
Social Aspect
Travelling and adventure
activities are seldom
solitary experiences
Platform Sharing buttons on
each screen (applies to web
as well)
Possible Promotions
When an invitee makes a
booking, inviter gets X
benefit (via invite links)
X is completely based on
customer acquisition costs
Youtube is pushing new
content. Latch on

8. Platform
Internal
Memberships for avid
travellers
Float Capital
Higher lock in, loyalty
Social inclinations of members
kicks in
Risk
Cost : benefit ratio
App bloating

9. Platform
Internal
Sales slope too steep
Yet, too many user
interactions required to
get meaningful data
Highly transactional
No onboarding
Outcome
Increase in non-erroneous
bookings
Smoother UX
Increased user base (add travel
partners details)

10. Platform
Internal
Real time activity/promises
checklist
Make THIS booking better. Do
not promise a better
tomorrow
User dashboard
Outcome
Increase in customer
satisfaction
Increases QoS
Users act as your agents to
ascertain merchant
deliverables

11. Platform
UX
Root Level Navigation
Activity Details (merchant
promises)
User dashboard
Get App CTA on website
Outcome
Increased ease of navigation
Increases QoS

12. ANALYTICS

13. Analytics
Know Everything
Where was user when booking
was made?
Buckets for activity duration
Number of tickets booked
(how many people
selected)
Possible Meaning
Office vs Weekend purchases
Are customers looking for
small or large packages wrt
time
Understand how many people
actually go for activity

14. Analytics
Digital Moms
Well informed & Connected
More time online
More content, more exposure
Numbers
70% make digital content at
least once a month
1 in 5 looking for something
new
1 in 3 tell people about a brand
they love

15. Analytics
User Behaviour
28% of online shoppers share
their purchase
~35% look for alternatives
20-40% research before
buying
Action
Include Social Media Sharing
Include related activities to the
mobile screens
Include detailed description of
what YOU will do for them

16. VIRALITY

17. Virality
User Behaviour
Users more likely to spend on
sightseeing, dining,
accommodation.
Pictures. Pictures. Pictures
Recommend to friends
Action
Integrate with the likes of
Zomato
Integrate Instagram (feed pull
& push)
I did it. Thus, it is awesome

18. Virality
Campaigns
User invite link
First booking + referee first
booking
SocMed competitions using
Gleam.io
How
Discount per user converted
@CAC
Ditto
Gleam.io is a great platform.
Daily entries ensures
engagement

19. Virality
Share better
Visible-xs
Smarter clipboard
Influencers
How
CTA for download of app
Appends custom text to copied
text
Send local influencers on trips
nearby

20. PROMOTIONS

21. Promotions
Youtube
Short Video Ad
Targeted Spending
Influencers (again)
How
User generated content
Post production
Profit

22. Promotios
Facebook/Twitter
Reuse ad
Targeted Spending (again)
Post in blogs and FB pages
(own property)
FB Ads focusing on app
downloads

23. How do we get there

24. July End
Analytics:
Do nothing while
knowing nothing
August End
A/B Test website.
Improved UX on
mobile app
Mid August
Soft launch website.
Get promotional
content ready. Partner
with RedBus (I believe
this exists)
August End
Create API for RedBus
to show activities
Mid
September
Launch all promotions
for
FB/Twitter/Youtube.
Content cycles

25. Next steps
Assessment
Market slump for travel till September (Monsoon)
Assessment
Which category of users has highest ROI
Assessment
Where do the users drop off on the app

26. Wrapping it up
1. Engage user for more than just
the activity on their travels
2. Make their stay pleasant (both
on the app and on location)
3. Make their stay more social